What's Next After Streaming? Troy Carter - Trapital Summit
Nov 27, 2024
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Troy Carter, the Co-founder and CEO of Venice Music, shares insights from his experience managing superstar artists. He discusses the industry's shift towards independence and the necessity of creating more than just audio experiences. With the current seller's market for music distributors, he explores potential next revenue drivers for musicians beyond streaming. The conversation also touches on the rise of premium models, TikTok's challenges, and the transformative impact of technology on music's future.
The music industry is evolving towards increased independence, empowering artists through entrepreneurial ventures rather than reliance on major labels.
Future monetization will hinge on innovative strategies like premium streaming tiers that balance access and exclusivity for fans.
Deep dives
The Future of Music Industry Dynamics
The current music industry landscape is reaching a maturity level where streaming has dominated for over a decade, but there are signs of impending change. Historical patterns show that technological platforms, like MTV and iTunes, have shifted the balance of power, suggesting that a transformation is due. This change presents an opportunity for the industry to regain control over its future, with a focus on entrepreneurial initiatives rather than reliance on major labels. Those who adapt to these shifts will likely emerge as winners, while those who cling to outdated practices may fall behind.
Rise of Entrepreneurial Innovation
The podcast highlights a trend towards increasing entrepreneurialism in the music industry, particularly among independent labels. As capital flows from private equity into music, artists and independent entities can now leverage consistent revenue from streaming, making it less necessary to sell to major labels. Independent players can explore partnerships that were previously hindered by the dominance of major labels, allowing for more innovation and flexibility. The shift in cash flow dynamics empowers these entrepreneurs to develop their own strategies and take direct control of their business trajectories.
Navigating Streaming's Evolution
The discussion emphasizes the need for the industry to adapt to the next phase of streaming, with concepts like streaming 2.0 proposing premium tiers that could enhance monetization. Artists and their teams must balance the desire to provide access to fans with the potential for exclusivity that premium offerings may introduce. Sensitivity to consumer pricing and market realities is essential to avoid driving fans back to free consumption options. Ultimately, understanding the critical role of taste and artist development amidst changing monetization strategies will be key to the music industry's future success.
Here's my fireside chat with Venice Music CEO and co-founder, Troy Carter, live from the summit. We talked about the shift to independence, the need to sell more than just an audio experience, why it's a sellers market for music distributors, and the next revenue driver for music will be after streaming.
We'll be sharing more conversations from the summit over the next few weeks!
This episode is brought to you by Hangout, the new social music platform.